Juventus and adidas Extend Global Partnership Until 2037 in Long-Term Strategic Move.

Roger Hampel

Photo Credit: Juventus Football Club

Juventus Football Club and adidas have renewed their global partnership, signing a 10-year extension that will keep the German sportswear brand as the club’s official technical sponsor until 2037. The new deal extends a collaboration that began in the 2015/16 season, reflecting a shared long-term commitment to innovation, commercial growth, and global brand positioning.

The agreement solidifies one of the most prominent and enduring partnerships in European football, underscoring Juventus’ focus on continuity with trusted commercial partners.

A Decade of Collaboration, Extended Juventus adidas 2037

Since joining forces in 2015, adidas and Juventus have worked closely not only on matchday kits and performance wear but also on lifestyle collections, global fan engagement campaigns, and cross-sector collaborations spanning music, fashion, and design.

Juventus CEO Maurizio Scanavino emphasized the broader scope of the partnership:

“Together, we have not only played on football fields around the world, but also launched innovative projects in fashion, music, and design. This renewal confirms our shared vision to create products and experiences that speak to new generations, bringing fans closer to the club and its values.”

The extension ensures that adidas will continue to provide technical equipment for all Juventus teams — including men’s, women’s, and youth squads — while also maintaining an integral role in the club’s lifestyle and merchandising strategy.

adidas: Long-Term Investment in Italian Football

For adidas, the renewal with Juventus reaffirms its investment in high-profile European clubs amid an increasingly competitive market for kit sponsorships. The brand has also expanded its presence in Italy with club deals involving AS Roma and other entities, but Juventus remains the most decorated and internationally recognized Italian team in its portfolio.

Sam Handy, General Manager of adidas Football, highlighted the partnership’s track record:

“Since the club joined adidas in 2015, we’ve enjoyed some incredible moments together — including 28 trophies across men’s and women’s teams. We look forward to continuing to deliver cutting-edge performance wear and iconic lifestyle apparel through 2037.”